How retailers can advertise to purchase-ready audiences

If you’re a fashion, lifestyle or other retail advertiser, you know the places where you reach your ideal consumers can be unexpected and ever-changing. And with e-commerce sales projected to exceed US$4.3 trillion globally in 2025,¹ you’re competing harder than ever for online attention and wallet share. To make things more complicated, it usually takes a completely different strategy to connect offline. With Expedia Group Advertising, non-travel brands can inspire and convert hundreds of millions of people who are willing to spend – and are open to inspiration everywhere they go.

Think about your last trip. Did you only book a hotel or a flight? Chances are you bought other things for it, such as new clothes, accessories or skincare. Maybe you got a new book for your downtime or new headphones for the plane. The truth is that travel is the perfect reason to make other purchases.

Our global audience is large and valuable. These high-intent consumers are actively shopping for products and services to enhance their trips – yours could be next.

Cookies and data privacy continue to change the way advertisers connect with their customers. That’s part of the reason why first-party data is so crucial. Beyond getting your product in front of a wider group of people, first-party data allows you to understand their intent and behaviours, target who you want more effectively, reach lookalike audiences and drive more revenue. With more than 70 petabytes of first-party data, we know our audience better than anyone and that means we can help you convert them effectively.⁸

Your perfect fit: Mountain travellers who are researching gear and just booked a trip would be a perfect audience.

Your perfect fit: An untapped opportunity is using travel audience targeting to connect with people who book 5-star properties, upgrade their airfare and are planning their holiday outfits.

In a recent social media survey of our audience, a majority of respondents said that they go on a pre-trip shopping spree and the items they must have before leaving home include tech products such as phones, portable chargers and earbuds as well as accessories such as bags, skincare and comfortable shoes.¹⁰

Our first-party data and audience research combined with our targeting capabilities are a powerful way to connect with and convert the perfect segment for your brand who are looking for products like yours. Of course, you can target by parameters such as age and location, but our consistent desire to understand our audience means more information you can use to get specific and feel confident in your approach. For example, a study by Expedia Group Advertising recently discovered a formula for the Science of Wanderlust thanks to eye-tracking, emotion-reading and a survey. Within the study, we identified different traveller archetypes and what ads they respond to, which you can use to drive revenue through effective advertising.

Here is a sample of the audiences Expedia Group Advertising can help you reach effectively.

Beach travellers: You could advertise swimwear, self-care and beauty products, books and more to consumers searching for oceanfront accommodation or flights to popular resort locales. This audience is swayed by relaxing tones and images of pools and spas.

Adventure travellers: Our Science of Wanderlust study found that this audience relies heavily on YouTube, but they’re wary of AI. The right ad in the right place could be the difference between them purchasing from your brand or not.

City escapists: These travellers respond to food content and long-form video. Our in-house studio can help you create compelling content to reach them.

Our advertising solutions work because they meet consumers in the right mindset – when they’re open to inspiration and ready to act. Your brand shows up in relevant, often unexpected moments, creating stronger recall and deeper engagement. And it’s all powered by our rich data. Our first-party insights into consumer behaviour and intent help you deliver the right message to the right audience, at the right time.

EG Reach+  
Show up and stand out where your target audience browses beyond Expedia Group sites with four high-impact formats: display ads, video, YouTube and advanced TV. With EG Reach+, you can put your brand in front of consumers wherever they venture online to shape purchasing decisions.

On-site display
Ensure that your brand is present from inspiration to purchase across our brands including Expedia^®, Hotels.com^® and Vrbo^®. Reach customers while they’re actively planning and booking with on-site opportunities such as standard display placements and co-branded campaigns with complementary partners.

Social media placements
Borrow the power of our brand credibility and reach to connect with high-intent audiences across social media. Did you know that the top reason people use Pinterest is to find new products and brands?¹¹ With Expedia Group Advertising, you can get a bespoke social strategy to fit your needs.